The value of good content for business growth is clear when you consider that it generates 3 times as many leads as paid search marketing and is more cost-effective and quicker than traditional outbound marketing, tenfold.
The purpose of content as a marketing tool for businesses then is obvious – it attracts and converts leads, and by being effective in doing so, has become one of if not theleading marketing strategy for lead generation and conversion in the ever competitive digital age. So why is it so effective and how can you get it?
Editorial Content V Marketing Content
Content today is no longer one entity, but 2 separate things existing in two different sectors entirely. Good content in publications such as magazines and journals is done for editorial purposes; good content on digital platforms like website blogs, e-newsletters and social media is done for marketing purposes. Both aim to drive sales, but indirectly (editorial) and directly (marketing).
Inbound Marketing & Outbound Marketing
Content marketing, also known as Inbound marketing, attracts leads through engaging content like videos, blog posts and e-newsletters, to name a few. The more traditional Outbound marketingoutwardly approaches potential leads through the likes of cold calling, trade shows and seminar series.
Inbound marketing is content that’s tailored and targeted to a specific target audience, which has been proven to yield significantly more leads at a fraction of the price. Outbound marketing, however, often has much less targeted methods therefore the costs to generate the same amount of leads is significantly higher and unsustainable in this age’s digital climate.
The Customer Life Cycle
Whether marketing Inbound or Outbound, approaches differ but the customer lifecycle stays the same:
The Benefits of Quality Content
Good content, that is content that eventually generates high ROI and further sales, has a unique and identifiable voice across all promotable platforms, and explores subject matter the proposed target market would want to read, watch or listen to. The content life cycle if done successfully through content should yield the following benefits:
1. Good content attracts an audience and builds brand awareness
Types of content such as blog posts are hugely effective ways to increase website traffic. A study found that the companies that issue 16+ blog posts per month achieved nearly 3.5 times more traffic than those who published 0-4 posts per month. Blogs and other types of content continue to generate traffic to a website and social media channels long after they’re published, so the more post, the bigger your potential lead pool gets.
2. Good content builds brand perception: increasing the credibility and authority of your brand
High-quality content is often used to reinforce businesses as industry experts. The likes of white papers —an authoritative report or guide— is an example of formats used to promote trust and expertise through content. Good content also improves your SEO rankings and consequent public visibility, and by nature of content being extremely shareable, it’s a great way to become known to unexpected potential leads.
3. Good content retains an audience through the engagement of interesting subject matter
Also content gives you more touchpoints with potential leads.
4. Good content increases targeted, relevant leads
Emphasising the impact content has on brand perception, is the Demand Gen Report of 2016 that found 47% of buyers view between 3 and 5 pieces of content before making the first point of contact with a sales associate.
5. Good content over time generates returns on investment and drives further sales.
How Do I Get Content Marketing?
Content marketing is a 2-part process. First, a content marketing strategy is put in place that identifies your brand USP, target audience and digital distribution channels, then content creators produce content that builds to increase brand perception, audience engagement, website and social media traffic, and lead conversion.
For information on implementing a content strategy and creating content or improving the quality of existing content, visit here